Twisted Tea: #PartywithTea
social campaign + sweepstakes

To drive brand awareness and increase engagement leading up to the 4th of July, we built a campaign for Twisted Tea that showed folks what happens when they party with Tea. Combining two of America’s favorite pastimes, consumerism and television, we took users into the world of #PartyWithTea: a disruptive social media campaign that borrowed all the best tropes of infomercials to generate hype and incentivize purchase. With this campaign, we pushed our client to take a risk—departing their previous safer work into a territory far more surreal, designed to stoke their core drinkers.

rally around the swag

The ask of our fans was simple: Show us how you #PartyWithTea for a chance to win branded swag. To get the word out, we released an informercial-inspired announcement video, followed by weekly giveaway videos on Instagram that scaled up both in prize value and conceptual absurdity for eight weeks leading up to America’s Birthday. 

building a world of weird

To evoke the feeling of a low-budget infomercial, we built an overtly-fake indoor set that mimicked a backyard barbecue. Using before/after sequences, we then created a series of transformations that showed fans exactly what happens when they switch from beer to Twisted Tea.